Abstract
Online reviews are a powerful source of information for consumers, especially in emerging markets such as Ukraine. However, little is known about how online reviews affect consumer behavior in this context. This paper aims to fill this gap by conducting a survey of 321 Ukrainian consumers who have used online reviews for their purchase decisions. The paper explores the impact of online reviews on consumer decision-making, the motivations and barriers for writing and reading reviews, the elements of convincing and suspicious reviews, and the trustworthiness of online reviews compared to other sources of information. The paper also examines the cultural and social factors that shape consumer preferences and expectations, such as the war situation, ethical behavior, and CSR initiatives. The paper provides valuable insights for businesses that want to leverage online reviews to enhance their online presence and customer relationships in the Ukrainian market. The paper also contributes to the literature on consumer behavior and online reviews, and suggests directions for future research.
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